According to TechCrunch on January 25th, 2013, Research in Motion, the company behind the BlackBerry brand of phones, will be putting its company future on the line for a 30 second Super Bowl XLVII ad that will air on February 3rd, 2013.
RIM BlackBerry was once the juggernaut of the smartphone world where they first gained popularity with corporations and business travelers then BlackBerry trickled down to the consumer world where most everyone had a BlackBerry phone. This was the start of the smartphone explosion that we are now experiencing. Next, came Apple with the iPhone and Android, not far behind, to steal some of BlackBerry's thunder and market share.
Now it's 2013, a completely new world from the heyday of BlackBerry's once large dominance. Apple's iPhone and Android's smartphones now hold the largest part of the smartphone market and users. RIM as a company has been in dire straits with less than stellar profits and a leaking marketshare that is threatening to swallow up the company whole. Now RIM is sitting on the huge release of its newest software BlackBerry 10, the BlackBerry Playbook, and its latest line of smartphones to be revealed this Wednesday, January 30th, at a major event in New York. RIM is pulling out all the stops for this event in New York. There are rumors that BlackBerry will also debut a new line of tablets that will use its newest software BlackBerry10.
The future of RIM and the BlackBerry smartphone is largely dependent on the success or failure of this event in New York and the Super Bowl XLVII 30 second ad. RIM has been testing their new line of smartphones with corporations and was recently approved by the government to use their smartphones exclusively. Also, the Super Bowl XLVII ad will be the first ad from RIM to air during the Super Bowl. With all the latest smartphone releases from Apple and Android, will the public stand up and take notice of the latest releases from RIM? Or is RIM all dressed up and too late to the party and no one to remember what company first brought them into the smartphone world?